Overview
Designed and delivered a CRM activation programme for a B2B advertising sales team, transforming an underutilised CRM into the operational backbone of the sales process. Delivered sales process mapping, workflow redesign connecting CRM stages to content assets and communications, pipeline governance and data quality standards, and an adoption programme embedding the CRM in daily sales team workflow.
Who This Is For
Digital marketplaces, media organisations, B2B platforms, or advertising sales teams with 50-500 sales professionals managing complex relationships with advertiser or partner accounts. Typically operating a CRM system that is underutilised, inconsistently adopted, and disconnected from the content and communications workflows the sales team actually uses day-to-day.
The Challenge
The organisation has invested in a CRM platform, but adoption is fragmented. Sales representatives manage key relationships outside the system in email, spreadsheets, and personal notes. Pipeline data is incomplete. Sales leadership cannot accurately forecast revenue or identify at-risk accounts. The CRM is not connected to the communication templates and content assets the team needs at each stage of the sales cycle.
What We Propose
CRM Audit & Usage Review - Assessment of current CRM configuration, adoption patterns, data quality, and gap between system capability and actual usage. Sales Process Mapping - Mapping the actual sales cycle to design CRM workflows that reflect reality. Workflow Redesign - CRM workflow configuration connecting sales stages to tasks, communications, content assets, and reporting. Sales Content Integration - Integration of pitch templates, case studies, and campaign materials into CRM workflows at the appropriate stage. Data Quality Standards - Field standards, mandatory data requirements, and data hygiene processes to improve pipeline visibility. Adoption Programme - Training, manager enablement, and change management to drive consistent CRM adoption.
Why It Matters
Pipeline visibility - Sales leadership with accurate, real-time visibility of pipeline health, deal stage, and forecast. Adoption at scale - A CRM that sales teams actually use because it fits how they work. Consistent process - Structured sales workflows that reduce dependence on individual knowledge. Content at the right moment - Pitch materials and assets surfaced in the CRM at the stage they are needed.
Over several years, delivered repeated cycles of content strategy, content production and content localisation in up to 20 European and Asian languages for a global industry association serving the seafood sector. Covered web content across three CMS platforms simultaneously, localisation of reports, infographics, video and complex presentations, and multilingual SEO for organic discovery across priority export markets.
Developed a data operations strategy for a professional association to improve member and non-member insights and enable more effective marketing investment decisions. Designed a secure, privacy-compliant data architecture connecting CRM, web analytics and event systems, and implemented data governance processes aligned to GDPR obligations.
Developed a CRM activation strategy and workflow redesign for the advertising sales team of a Nordic digital marketplace, covering both B2B advertiser and B2C platform relationships. Redesigned sales workflows, integrated content and pitch assets into CRM stages, and implemented a pipeline governance model to improve revenue forecasting and sales team adoption.